NIKE “Coach the dream”
The Goal
Position Nike as an expert in building the relationship between coaches and athletes*
Nike has never made a global declaration about coaching and the roles they play for our athletes. Our ambition is to own this moment by taking a stance and inspiring a new wave of sport for all.
The Tension
Sport became synonymous with winning
Over the past 50 years, Nike’s success has made sport synonymous with the pursuit of winning. This has led to deep-rooted problems around body image, inclusion, and romanticizing the lengths we go to for victory.
These ideals have strained the relationship between both the coach and athlete putting pressure on sport excellence above everything else.
For Our Coaches
Pressured to win at all costs teach sport the ways they were taught and aren’t properly trained to help their athletes in all facets of their lives.
For Our Athletes*
A growing number of kids don’t identify as “athletes” because the term is too intense and view sport as a pressure-filled phase of life.
Our Opportunity
Winning is only the gateway to sport.
Human relationships hold the universal principles that make us all lifelong students of sport.
Equity, Safety, and Wellbeing | Joy | Pursuit of Winning | Generosity | Human Dignity | Community and Solidarity | Fair Play | Accountability and Transparency | Athlete Agency
Strategic POV
Coaches Teach Sport. Sport Teaches Them.
Coaches are the people who help athletes* win in life.
By focusing on teaching the sport they love they plant the seeds of a lifelong value system that evolves as they do.